Live Activities
I designed and delivered a native iOS Live Activities experience to surface real-time in-play betting updates directly on the Lock Screen and Dynamic Island. The goal was to keep users informed, engaged, and one tap away from action, without relying solely on push notifications or requiring repeated app opens.
By introducing Live Activities into the William Hill app, we extend the in-play journey beyond the app itself, allowing customers to track matches, monitor key moments, and return seamlessly to relevant markets as play unfolds.
Problem
In-play betting is highly time-sensitive, but the experience largely depends on users actively opening the app at the right moment.
Push notifications can feel intrusive or easily ignored, while many users miss key moments when they are away from the app. As a result, users lack a reliable, low-friction way to stay connected to live matches and act on opportunities in real time.
INSIGHT
Users want to stay aware of what’s happening in their matches without feeling interrupted.
Research showed that many users felt overwhelmed by frequent push notifications and wanted greater control over how and when they were alerted. They preferred a solution that allowed them to opt in intentionally and manage visibility, rather than being passively interrupted.
iOS Live Activities presented an opportunity to create a persistent, glanceable match companion, one that users could enable for specific games and dismiss at any time. This reframed the challenge from sending more notifications to designing a controlled, user-led real-time experience.
Approach
Designed a native iOS Live Activities experience that users can opt into per match.
Prioritised glanceable information hierarchy for lock screen and Dynamic Island.
Ensured users retained control, with the ability to manage or dismiss updates easily.
Enabled deep links back into relevant in-play markets and betslip contexts.
Maintained visual consistency with existing live betting surfaces.
Solution
Live Activities provide a persistent, real-time view of selected matches directly on the lock screen and Dynamic Island.
Users can monitor scores, time elapsed, and key events at a glance, then tap through to return to in-play betting when they choose. The experience balances visibility with restraint, keeping users informed without interruption.
Validation
I worked closely with product and engineering to prototype, test, and refine the Live Activities experience against technical constraints and user feedback.
Internal testing highlighted strong comprehension and perceived usefulness, with users quickly understanding the information hierarchy and reporting increased confidence that they wouldn’t miss key moments.
Outcome
Live Activities extend William Hill’s presence beyond the app and into moments when users are already using their phones.
Keeps users aware of live matches without overwhelming them with notifications.
Gives users greater control over how they receive live updates.
Reduces friction when returning to in-play betting.
Creates a lightweight, user-led re-engagement mechanism.